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Marketing automation software company Marketo is making a major push into the b-to-c space, spying an opportunity to tap into consumer marketers’ desire to stay engaged with customers.

Long essential to b-to-b marketers, marketing automation platforms such as Marketo, Eloqua and Silverpop are used to monitor performance of marketing campaigns and “score” leads, helping companies prioritize prospects based on their engagement.

But in a recent interview with Ad Age, Marketo CEO Phil Fernandez said b-to-c customers could make up 60% of his firm’s business by 2016.

Continue reading at AdAge.com